Year: 2019

From Broadcast to Bloodworth Street

Clairemont InternBlog, Public Relations, The Clairemont Team,

The past few months have been busy as I kicked off both my junior year at NC State and my communications internship at Clairemont Communications. I came to Clairemont from a summer internship in sports broadcasting where, ultimately, I learned the performance of TV broadcasting wasn’t for me. I entered the fall season with a determined pursuit to engage in the PR world. While going from producing news to pitching news may seem like a natural transition, the two aren’t as related as they seem! But, here are three reasons I took the leap:

STORYTELLING

Since I can remember, I’ve admired the artful combination of words that create a story and captivate audiences. In PR, producing well-written content is always the goal, and is strategically utilized to not just capture the attention – but also the influence – of an audience. 

SOCIAL MEDIA

In these tech savvy times, social media has made its mark as the most commonly used medium to communicate. On a variety of social media platforms, PR pros can craft a narrative to the public, pitch media and influencers and, most importantly, respond to reactions in real time for clients! 

DEVELOPING RELATIONSHIPS

It may sound cliché, but this skill is the foundation for much of my professional future. In this field, not only do I get to build relationships with my team and my clients but I connect with the public and of course, media. As a general lover of people, I feel I’m in my natural element getting to communicate with a variety of individuals.

While becoming a PR professional may be my focus, it’s not my only passion! Here are some fun personal facts!

  1. I was a cheerleader growing up, but my thing was tumbling. I spent more than three days each week in the gym practicing and perfecting flips. If you asked me to do a backflip now, my answer will always be, “I’m retired.”
  2. I’m an older sister. My sister Abigail is three years my junior, and my best friend. Since we’ve grown older, it’s common for people to assume we’re twins (see picture for proof)! 
  3. You’ve made it this far, here’s three facts in one because I can’t choose! Sports is my love language (NC State Wolfpack, Carolina Panthers and U.S. Women’s National Soccer Team), coffee runs through my veins (preferably iced and vanilla) and I can’t go a day without spending time with Jesus! 

Check out my first blog at Clairemont!

By Haylee Hicks, Clairemont Intern and junior at North Carolina State University.

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What Does a PR Agency Do? WGU Comes to NC

Kelli FletcherAwards, Blog, Case Studies

Western Governors University (WGU) is a nationally recognized online, competency-based university designed for busy adults who must balance work, family and financial obligations but may not be able to attend a traditional brick-and-mortar university. In the fall of 2017, WGU prepared to launch WGU North Carolina, a partnership that was created through an agreement between the state of North Carolina and the nonprofit university. Since WGU is based in Utah, it hired Clairemont Communications to effectively understand the North Carolina landscape and to plan and execute a press conference that would officially launch WGU North Carolina.

Chancellor Catherine Truitt speaking at the launch of WGU North Carolina.

STRATEGY

Clairemont conducted research to better understand the public awareness level of WGU across the state. As suspected, general awareness of WGU in North Carolina was very low. Therefore, we knew the location of the press conference needed to have a big impact. We collectively decided on the North Carolina State Capitol building to send the message that this was not just another online university but a partnership with the support of state officials. Clairemont worked with WGU to establish the primary audiences we would be targeting to attend the press conference.

EXECUTION

In order to grab the attention of busy reporters and influencers, Clairemont’s strategy featured a high-profile media event rich with visuals, exclusive interviews and elite spokespersons. With less than a month to plan and execute the press conference, the Clairemont team had to employ creative and tenacious efforts to secure permits for use of the State Capitol building and grounds. We were also tasked with helping secure a strong lineup of speakers at the press conference with little notice.

RESULTS

Our team surpassed expectations of building credibility for WGU NC by securing attendance from three prominent politicians and key thought leaders, including the Lt. Governor, Speaker of the House and President of the NC Chamber. With the goal of five local stories including broadcast coverage, Clairemont exceeded the objective by landing 31 total stories and securing on-site attendance from two TV stations.

The work Clairemont Communications conducted in partnership with Western Governors University earned an Award of Excellence by the North Carolina Public Relations Society and a Platinum Award by the Raleigh Public Relations Society. We are proud that this campaign represents one of the 219 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

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Clocking Time on the Newest App: TikTok

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, ,

Have you heard of TikTok? It’s the latest social media app that’s used to create videos, and it’s creating a craze among Gen-Z (and celebs)!

TikTok’s content is largely comedic and ranges from lip-syncing and dancing to random talents. The platform’s laidback and unsophisticated tone presents an opportunity to showcase the fun, candid and expressive side of your company. 

Below are four ways you can use TikTok to promote your brand:

  1. In-feed Native Content: Companies can promote content through full-screen advertisements. Similar to Instagram Story ads, these are 9-15-second videos. The success of in-feed native content ads can be measured through engagements, video views, click-through rates and impressions.
  2. Brand Takeovers: TikTok gives companies the opportunity to take over the app for the day and create images, videos and GIFs. Users can also embed links to their own brand sites for easy access. And since analytics are key, the companies can evaluate brand takeovers through impressions and click-through rates.
  3. Hashtag Takeovers: Companies can create their own hashtags, often in the form of a challenge, to encourage participation and engagement. Dreamwork Pictures and McDonald’s have both utilized this feature in their TikTok digital marketing strategies. Dreamwork Pictures promoted its new Netflix show by challenging users to create TikTok videos of themselves dancing to the show’s theme song. Users were asked to post their videos using the specific Dreamwork hashtag. The campaign reached more than 34.4 million users with more than 2.6 million engagements.
  4. Branded Lenses: Similar to Instagram and Snapchat filters, companies can design custom lenses that users can select to overlay or filter their videos. Featured under the “hot” and “trending” categories on the platform, this new element can live for up to 10 days on TikTok.
tiktok.com

Bottom line, because the platform isn’t saturated by influencer presence and heavy marketing (yet), your approach to TikTok, as with any other successful strategy, should be guided by authenticity. But the clock is ticking, and this app has the potential to become a favorite; so jump on board early to have some fun and see if TikTok is right for your brand.

Looking for ways to get your brand noticed? We can help with that! Drop us a line!

By Haylee Hicks, Clairemont Intern and junior at NC State University.

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Seventy and Stronger Than Ever

Kelli FletcherBlog, Clairemont Client News, Inspirational

In a recent article on The Fine Line, client Carrie J. Knowles talks about embracing the milestone of turning 70 years old. However, Carrie’s philosophies on ways to make the most of your time as you age are valuable tips for a person of any age!

A former Piedmont Laureate, Carrie has penned countless stories, published five novels and earned more than 25 awards throughout her 45-year literary career.

Read on to enjoy The Fine Line’s full article and then head over to WRAL’s Voter’s Choice Awards to vote for Carrie as Best North Carolina Author.

Image from FineLineMag.com

Old is hot. Hot flashes. Hot topic.

In “Can We Live Longer but Stay Younger?” Adam Gopnik raises an interesting question: What if modern medicine and aging research could hold the clock steady on being middle-aged, thereby allowing us to get older without growing old? Think of being 70 or even 80 without worrying about climbing a flight of stairs or apologizing for being forgetful.

In May, the New York Times published two articles about aging in the style section: “Vanity Is Not a Deadly Sin. It’s One of Life’s Last Vital Signs,” by Ruth La Ferla, and “We Made Gray Hair Even Prettier With Pastels,” by Crystal Martin. Both articles made growing old and going gray sound like an invitation to a dress-up party.

I’m all for getting older with a little style in my step. For the first time in my life, thanks to the miracle of double cataract surgery, I can see well enough without glasses to artfully apply eye shadow and draw on a smooth bit of eyeliner. And you better believe I intend to fancy on some makeup every day for the rest of my life. It looks great. Makes me feel a touch glamorous and, most importantly, well-armored to go out into the world and have my say. You see, getting older, is no longer the voice-silencing, invisibility-inducing sentence it used to be.

Seventy is about more than feeling and looking good. Seventy is the new outspoken. And it’s about time.

Seventy is a privilege. It’s a gift. It’s about time we embraced that gift and used our years of making mistakes while doing some things right to be something better, do something bigger, and live larger, as though we don’t have enough time left to do anything else.

You think being 70 is hard? Try being 18. Can you imagine? Have you ever known such chaos? Such uncertainty? The stock market is bobbling at every tweet and tariff. Unemployment is up, then it’s down. Getting a college education costs more than ever before, and many are left paying off student loans for decades after graduation, making it impossible to get ahead, buy a house, or start a family. There’s climate change riding the winds of terrifying hurricanes, tornados, and flooding rains. There are whispers of war here, there, everywhere. School shootings — and guns — don’t get me started.

Too much is happening for us to be silent, and those of us lucky enough to be 70 have the protection of age to speak up. It’s time for us to step up to the plate, be the elders, the wise ones, the ones who have lived long enough to speak truth to power.

It’s time to find new ways to “act your age.”

1. Be a mentor. Find someone who can use your expertise, your help. It won’t be hard. Have coffee with them. Talk. Listen; especially listen. Offer support, direction, whatever is needed. It’s that helping hand thing and it works. When was the last time you had a conversation? A real one that mattered? This is your chance.

2. Pick an issue. Dealer’s choice. The environment. Politics. School lunches. Classroom size. Money for the arts. Guns. Voting rights. Climate change. Transportation. Health care. Pick one; then, do something about it. Now.

3.  Find a new hobby. It doesn’t matter whether it’s baking cakes, planting a garden, building birdhouses, or writing poems. Share what you love with someone. That’s how we build stronger communities. Make new friends. Create a kinder world.

4. Take care of yourself. Exercise even if you have never exercised before. Exercise your body — and your voice. Be strong. Be focused. Raise a little hell. Have a little fun, and don’t ever think for a minute that there’s nothing you can do to change things.

You’re 70 or maybe 80 or — hallelujah! — 90!

You’re not old. You’re one of the warriors.

All those years of living have prepared you for this chance to make a difference. Step out, step up, and speak up!

You’ll be surprised who is waiting to hear what you have to say.

This article originally appeared on Psychology Today.

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Traits of Successful PR Communicators

Clairemont InternBlog, Professional Development, Public Relations, ,

Maybe you’re a student, a graduate fresh out of college or a practicing PR professional; whichever hat you wear, this blog is for you. It’s always good to bring things back to the basics and remind yourself how to do what you do well. Read on for a few key tricks to keep in your toolbox in order to be a successful PR communicator. 

Trait 1: Be a candid and captivating storyteller.

Everyone loves a good story, and people are willing to buy into a story if it is told candidly. Knowing how to tell your client’s story in a captivating manner is essential for generating a response to your message. By artfully presenting your message, you elevate your client to a position of authority and respect, boosting brand acceptance. As PR professionals, our job is to solve problems, and storytelling can be the means by which this is done. Find the silver lining and craft a straightforward, sincere narrative to achieve the solution.  

Trait 2: Be an audience-centered researcher.

Know your audience and how they will receive your message. In PR, we must be conscious of the various lenses through which our audience will process information. A variety of factors including age, gender and socio-economic demographic can influence these lenses. It is important to understand your audience’s experiences and then let this shape the way you work. Look for reactions and responses to similar messages and leverage these things to format your strategy.

Trait 3: Be a strategic influencer.

I may be a Gen-Z, but when I say, “Be a strategic influencer,” I don’t mean the trendy term used to describe people with thousands of Instagram followers. Consider your audience and approach, and intentionally craft your delivery to be an agent of influence for your client. Because people respond well to prominence and relevance, being a purposeful communicator is important. With this in mind, connect with your audience by channeling your strategy through notable networks, times and people.

Trait 4: Be an exceptional writer.

In PR, the trait of exceptional writing should never be overlooked or underestimated. This is how you hook your audience initially and sustain its attention. The skill of collecting and arranging words in a manner that’s catchy and clear is necessary for creating influential content. Purposeful, powerful and perfect writing can encourage people to absorb and accept the PR message you’re promoting.

Have a message you need help spreading far and wide?

Drop Us a Line

By Haylee Hicks, Clairemont Intern and junior at North Carolina State University. 

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